CONCEPT WORK
myVIP Subscriptions
PLAYSTUDIOS was exploring a new subscription model for myVIP, its player loyalty program. Traditionally, players maintained or advanced their loyalty tier by regularly engaging with PLAYSTUDIOS games. The proposed subscription service introduced a new option: for a monthly fee, players could lock in their tier status and retain their benefits without the pressure of continually playing to maintain them.
I was tasked with developing the launch campaign and presented two distinct creative directions, each designed to address a different aspect of the player experience.
Both directions were well received internally and demonstrated two very different ways to introduce the service: one rooted in emotional freedom and cultural recognition, the other in player behavior and education. Ultimately, leadership chose not to move forward with the subscription program, and the campaign remained at the concept stage. The work nevertheless became a valuable exercise in translating a complex loyalty-product change into simple, memorable creative platforms capable of supporting an integrated launch.
Client PLAYSTUDIOS
Role Creative Direction, Concept, Design
I Will Subscribe took its inspiration from Gloria Gaynor’s iconic I Will Survive. Built around themes of liberation and empowerment, the campaign reframed the subscription as freedom—the ability for players to enjoy the benefits they had earned without feeling obligated to continually play simply to protect their status. The concept brought a playful, culturally familiar voice to a potentially complicated product change while turning “subscription” into something positive and emotionally resonant.
Don’t Shed a Tier approached the launch through the internal debate many players already had about myVIP. The campaign introduced Advocate Annie and Skeptical Scarlet, two characters who would emerge from behind the player’s phone like a modern-day shoulder angel and devil, each speaking to a different side of the player’s divided mind.
Scarlet questioned the program, its benefits, and the value of subscribing, while Annie enthusiastically made the case for everything myVIP had to offer—punctuating her advice with her recurring catchphrase, “Don’t shed a tier.” Their opposing personalities reflected a real divide within the PLAYSTUDIOS audience: highly engaged players who embraced the loyalty ecosystem and others who remained skeptical, even when benefits such as the Rewards Store often required no additional cost.